tuesday 2 25- messaging part deux
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Week 8, Day 1Messaging
Messaging- Part Deux•Terms of the trade:•creative brief- document that provides guidelines for developing creative executions; instructions for creative team; usually includes the following:
•background summary- Who is the client? What are we doing? •overview- What is the project and why? •drivers- Goals for the project? purpose? Top 3 objectives?•audience- Who? Why should they care? •tone- How should we be communicating? Adjectives to describe the approach?
•message formats/approach- what do we want the takeaway to be? •print? outdoor? OOH? non-media (t-shirts, phone messages, etc.)
•additional details•list of deliverables•schedule, limitations?•sacred cows?•deadlines, approvals, etc.•key opportunities
Week 8, Day 1Messaging
Messaging- Creative BriefsSAMPLE TEMPLATES
Week 8, Day 1Messaging
Messaging- Creative BriefsSAMPLE BRIEFS
Week 8, Day 1Messaging
Messaging- Creative BriefsSAMPLE BRIEFS
Week 8, Day 1Messaging
Creative ToolsManifestos
•Manifestos- a brand and its philosophy brought to life, creatively in an inspiring narrative form
•a rallying cry•“a catchy way of identifying what makes your brand unique. It’s your plan for a better world, a declaration of independence, and a moral compass that will guide and define your brand.” - Pivot Marketing•We believe in __________ and that’s why we ____________.•creative’s mission statement
Week 8, Day 1Messaging
Creative ToolsManifestos
Manifesto 1Manifesto 2
Week 8, Day 1Messaging
MessagingCopy
•Radio Scripts•:60, :30, :15, :10, :05•TV Scripts•:60, :30, :15•smaller spots are usually tag and logo only
Week 8, Day 1Print Ads
Week 8, Day 1Print Ads
Week 8, Day 1Messaging
Lab Assignment/Homework:
•A.C.T.- MESSAGING•LA/HW#7: MY MANIFESTO
•Write a manifesto for yourself/your brand•format is up to you- video, audio, written, designed
•Due: 10/15
Week 8, Day 1Messaging
Thought of the Day:
One's philosophy is not best expressed in words; it is expressed in the choices one makes... and the choices we make are ultimately our responsibility.
-Eleanor Roosevelt